Case Studies: Measuring PR Achievements in the Media

Situation:

The communications department of a global environmental NGO, who has been a Report International client for many years, was confronted with severe budget cuts as a result of the 2009 economic recession. Despite budget constraints, the client does not want to give up its media analysis, which provides them with qualitative and quantitative global feedback on editorial trends and their impact on environmental development. Working within a tight budget, a method needed to be developed to continue to measure trends and deliver constructive feedback.

Solution:

Using electronic databases and sophisticated multilingual search strings, Report International developed an almost completely automated trend analysis system. The system was able to classify coverage of roughly ten different themes, all of which had immediate relevance to the organization. In addition, the system identifies information-rich articles from a small number of key sources, which are analysed qualitatively.

Benefit:

Despite its difficult budgetary limits, the client is still able to follow media trends within key news outlets, and react to them in due time.